Self-styled as ‘The world’s biggest referral marketing organisation’, BNI holds thousands of meetings around the world each week, and several of these are in Dorset.
Their approach has a distinctive style - a curious blend of assertive self-promotion, betraying its American roots, and British reserve. It’s a style that seems to work, if a recent visit to the breakfast meeting of the Olympic Weymouth group provided an accurate representation.
A clear focus on getting results
Every BNI group, or chapter, only allows one member per trade or profession. So there’s one accountant, one builder, one independent financial advisor and one florist. It’s expected that everyone else in the room will keep their eyes open for opportunities they can pass on to their peers in the group.
This referral process is more than just passing on the plumber’s phone number to someone who may need their help. Every opportunity is documented on a referral slip that’s passed on at the meeting and the chapter keeps a copy.
There are several benefits to this. A referral has to be reasonably serious if it’s written down, although the writer can grade it as being anything from ‘hot’ to ‘tepid’. The recipient has a written record, with details of who to contact to pursue the business. And the chapter can ask whether anything became of the referral, and how much it was worth to that member.
Following a pattern to find business
At every BNI meeting, each member, and guests, can promote their business for one minute. This ensures everyone in the group has a clear picture of the services offered by others, making it easier to promote fellow BNI members where appropriate.
A couple of members also get to speak for a few minutes more, allowing them to explain more about why and how they run their business. There’s also a short, informative education session.
Not everyone who’s come out of BNI found it useful for them. It’s said that the trades can do very well from it, and it can be successful where you strike up a rapport with someone in a related business with whom you can regularly share referrals.
Many find the structure works for them, justifying the fees and the commitment to attend a meeting almost every week.
If you want to know more about BNI, visit their website and tap in your postcode to find a local chapter. BNI chapters in Dorset include Weymouth Olympia, Harbour Poole, Badger at Blandford, Bournemouth Bay and Minster at Wimborne.
Does BNI work for you? Please share your experience by leaving a comment.
Visit our list of Dorset business networking groups.
(Photo by Ewan-M, from Flickr - used under a Creative Commons licence.)
